Laura Sonderup
Managing Director and Senior Strategist, Hispanidad

Laura Sonderup is the Director of Hispanic Marketing at Heinrich Marketing, Inc., a full-service advertising agency headquartered in Denver, Colorado. Laura’s division, Hispanidad, focuses on helping companies communicate with Hispanic consumers via culturally relevant marketing, advertising and messaging.

As Director, she determines optimal multicultural communication strategies and manages the development and execution of marketing messages targeting domestic Hispanic consumers, as well as those in Mexico and Latin America. In addition, Laura coaches a number of regional and national organizations in cultural competency curriculums, including the Colorado State Patrol; Colorado Department of Transportation; Utah Highway Safety Office; Denver Museum of Nature & Science; Wyoming Department of Transportation; National Highway Traffic Safety Administration; and the U.S. Army National Guard.

Laura is a recognized ethnic marketing expert and is frequently featured as a speaker at national and international conferences. Her writings on the subject have been featured in USA Today, US Industry Today, IFA Franchising World, ColoradoBiz, Advertising & Marketing Review and DirectLine.

Laura serves her community as the Chairman of the Board of Directors of the Chamber of the Américas, as a member of the Hispanic Chamber of Commerce of Metro Denver's Education Foundation Board of Directors and the Denver Mexican Cultural Center. She is a member of the Colorado Business Committee for the Arts (CBCA), Rocky Mountain Direct Marketing Association (RMDMA), the Chicano Humanities & Arts Council (CHAC) and the Association of Hispanic Advertising Agencies (AHAA), while actively mentoring an at-risk 15-year-old Latina through Save Our Youth.

“There are few people as qualified to write about the U.S. Hispanic market as Laura Sonderup. This book is full of actionable insights. It is an informative, interesting read...
a must for anyone interested in marketing to this highly lucrative segment.”

David R. Morse, President and CEO
New American Dimensions, LLC